Advertising in healthcare is quite tricky compared to other fields as every piece of information has to literally go under a microscope. One wrong move could mean a public backlash and even action from the government, which is not something you would wish for, especially if you are about to introduce a new product or service to the market.
These restrictions are reasonable, but they can inhibit your creativity if you aren’t careful. For an advert to meet its intended goals, it has to be big on creativity. Restrictions or not, your job is to create an advert that will, in one way or another, compel the people you are targeting to buy into your idea.
With a great strategy, you can circumvent all the restrictions and create an award-winning advert. Here are a few ideas to have at the back of your mind as you do so.
What’s Your Value Proposition?
There must be some value in the advert that speaks to the souls of the people you are targeting. The content should, and must always, connect with the audience at a personal level. If such an advert doesn’t compel the people you are aiming at to make better healthcare decisions, then it fails to meet its purpose.
People tend to relate to stories told by others whom they feel as though they share interests. Using testimonials is a brilliant way to communicate with the people you are targeting. Use other people’s stories, but also ensure creativity in the way they are told. Use the right wording and correct images to illustrate the story. Let them show how you provided a solution to whatever problems they were facing.
If you want to retain people’s attention, infographics are a great way to do so. They also come in handy when you want to break down a complex issue into an easy-to-understand language. Use creative images and go easy on the text.